Singapore went mammoth-crazy recently, courtesy of Discovery
Channel Asia and its special, two-hour documentary, Raising the
Mammoth.
The documentary captured the dramatic expedition and airlift of the
remains of a woolly mammoth that had been trapped in a Siberian icefield
for more than 20,000 years.
To promote the programme, Discovery deployed a multifaceted off-air
campaign, which included a mammoth truck that travelled up and down
Orchard Road.
The truck carried a giant crate with huge tusks protruding from it. The
crate is a reconstruction of the real container that transported the
ice-encased mammoth to its new home - an ice cave in Khatanga.
Other activities included a BP Singapore lucky draw, Haagen Dazs woolly
mammoth ice cream cakes and a National Library Board preview of the
documentary.
- Submissions for Smart Media should be sent to Ms Suzanne Miao at
MEDIA, 11/F McDonald's Building, 48 Yee Wo Street, Causeway Bay, Hong
Kong. Please send visuals of your nomination, as well as a comment on
why you thought it worthy of inclusion in the Far Eastern Economic
Review's Smart Media column.
